Category Archives: Email List Generation

Email lists can boost effectiveness of communications.

Email marketing lists attract engaged consumers

Marketing channels have a tendency to rise and fall quickly with the whim of the public. One medium, though, continues to prove itself to be a mainstay – email. However, a new study suggests there's room for improvement in the field and the tactics currently being leveraged. 

According to research from Kentico, high-quality email marketing lists are able to capture and retain respondents. In fact, 37 percent of respondents subscribe to 1-5 email lists, with 31 percent receiving messages from 6-10 lists and 14 percent fielding communications from 11-15 lists. Of those 31 percent on 6-10 email lists, 48 percent read 75 percent of the messages they receive from their lists. Furthermore, email lists are able to hold the attention of consumers longer than unsolicited messages, with 57 percent remaining on one for 1-3 years and 22 percent staying for 4-6 years.

There are a number of mistakes, however, that marketers should keep an eye on, as they could be the difference between messages being read and being marked as spam.

  • Timing is everything: The study reported that 38 percent of respondents will mark a message as spam if they are emailed too often.
  • Content is king: Presumably, you're emailing shoppers who would be interested in your products and services. This doesn't mean you can produce boring and unengaging contact. Do this, and risk being tossed.
  • Maintain professionalism: Make sure business emails don't contain simple errors and typos. Proofread to make sure you have the basics covered.

And don't forget to go mobile. The number of consumers – regardless of demographics – checking their email is growing, reaching nearly half of all users, a survey from Yesmail found. If you fail to optimize desktop messages, you could be doing so at your own risk, EcommerceBytes explained.

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Use a "permission pass" message to make sure marketing emails don't negatively affect company reputation.

So you have an email marketing list – now what?

Despite being one of the oldest digital marketing channels, email is still one of the most effective ways to reach new and existing customers online. However, when starting out with a business email campaign for the first time, it can be difficult to figure out how to use a targeted email list in a way that appeals to consumers and doesn't overstep privacy bounds.

Is it really better to ask for forgiveness than for permission?  
As individuals continue to feel inundated by marketing messages, sending a communication to an unknown quantity of consumers for the first time can spur anxiety among businesses. Will recipients find the message interesting? Will they be annoyed? In what way will it reflect on the company? Fortunately, there are strategies for an organization to successfully utilize its email distribution list while avoiding costly errors.

According to MarketingProfs, the "seek forgiveness later" approach is a fool's errand. Instead, companies should consider using what the news source called a "permission-pass campaign." 

"Metaphorically, you're giving those who may no longer (be) interested in your email (or who can't remember whether they ever were) a chance to get off the train before it leaves the station," MarketingProfs explained.

A "permission-pass" message contains a series of elements that not only act as a vehicle for asking individuals to stay on an email mailing list, but also attempt to persuade them of the value in becoming "active" recipients, i.e. those who spur higher open and click rates.

As such, one of the most important things a company will communicate in these messages is the business' relative value. This can be done by outlining the benefits of being part of an email list, including special discounts or savings, insider information, exclusive content and other perks.

However, firms will want to avoid allowing expectations to become unmanageable. 

"If they are going to stay on your list, let subscribers know what kind of communications and especially what sort of frequency they can expect," explained MarketingProfs. "Better yet, if you're launching a rich and diverse email program with many choices, direct subscribers to a sign-up or email preferences center to help them make their decisions."

Email marketing continues to prove itself time and again to be a dynamic way to attract and maintain business. In fact, a recent study from MailerMailer called it the "workhorse tactic" of digital marketing.